If you’ve ever heard a talk about standing out from your competitors, you’ve probably heard about unique selling points. But you might struggle to really define them if your work is similar to that of your competitors. Offering the same service as your competitor doesn’t mean you don’t have unique selling points. It just means you might not know how to communicate them to your audience.
In this article I’m going to give you 5 key areas that you can write about on your site which will automatically set you apart from the competition and make you stand out in your customers’ minds.
- Services you take for granted
- Your personality.
- Who you work for.
- What you don’t do
- Your experience.
Services you take the granted
This is such a simple way to set yourself apart from your competitors.
Take a process that you take for granted and explain it to your customers. It might be something that you know all your competitors do, so you’ve never thought about it being unique selling point before.
The unique aspects are that your business is going to be the one that communicates the process or system to your audience.
This works because it shows you are an expert in your field. Remember, your competitors don’t need to think you’re an expert, but your customers do. When you educate the consumer about the way you work this builds trust and credibility because you are opening up the doors to your workshop and letting them into the inner circle.
Let’s say that you offer a dog walking service. Obviously you’re going to take them somewhere grassy, but if you communicate this on your site, the consumer will remember your business as the one that takes care and attention to your routes.
Trust in showing off some of your personality, even if you think it conflicts with your industry because it might not be a weakness.
You may be a shy person who runs a marketing company. You would be the perfect fit for businesses that feel conservative when it comes to promoting their business.
Communicate your personality to your customer, whether you swear like a sailor, have a dry sense of humour or hate mornings. A little flavour of who you are can go a long way to make your business stand out and attract the kind of customer you’re going to love working with.
Who you work for
It is so tempting to feel your service is for everyone.
Don’t be afraid to rule out people that you don’t want to work for or who your product will not help. I had a client recently who was offering a coaching service. I asked who the product would not work for.
Initially she answered “no-one”, but with a little probing we discovered the material wouldn’t be great for:
- People who weren’t committed
- People who didn’t want to work hard
- People who didn’t want to change
- People who didn’t want to invest in the product
We decided to communicate this through the content on her site by:
- Making the prices very clear
- Including a money-back guarantee, to show the customer made an effort
- Explaining the level of commitment required to get results
Make sure the content on your site speaks to your perfect customer and not to people who won’t enjoy your product.
What you don’t do
Don’t be afraid of letting people know, what areas you either don’t do or don’t want to do, especially if you’re in a field where people may assume you do particular thing. It might be that you can outsource this service to an expert or it might be something you don’t want to get into at all.
Don’t even be afraid of having a page that states “what I don’t do.” This might seem negative, but it’s just being honest and saves both you and your visitor time. Remember you don’t want just any customer; you want a customer who is going to love what you do.
You probably have your experience listed on the “About” page on your website.
But are you talking about your “unique” experience?
Your unique experience might not be obvious. We all tend to look to our professional experience, but we could be missing other experiences that are just as important, that set you apart from the crowd.
For example, in my business, I used to write and work for a number of very different businesses. It was difficult to show that my experience was relevant to my target market because it covered financial products, insurance products, stag and hen parties and even the international mining industry.
However, my unique experience was working directly with the business owners and working directly with entrepreneurs. That’s what I communicate to my target market. Whilst the products I’ve worked with are important, it’s that experience of working with busy entrepreneurs that my clients trust and enjoy.
Remember, you don’t have to be unique from your competitors, you just have to write in a way that makes you seem unique to your customers.
About the Author: Amy Harrison runs Harrisonamy Copywriting. She helps passionate entrepreneurs and business owners turn visitors into loyal fans through engaging content. For tips and techniques you can use in your business today, sign up for her free “Copywriting Guilty Secrets” online course, or follow her on twitter: @littleunred for copywriting (and sometimes irreverent) updates.